The Open University launches it’s newest format!
Cowshed Collective has partnered with OMD and The Open University to produce two brand-new original YouTube formats designed to engage young audiences through entertainment-first storytelling.
Launching from 9 July across The Open University’s YouTube channel and social platforms, the two series will roll out weekly through to September, featuring some of the UK’s most exciting creators, including Bambino Becky, Zac Djellab, Zayzz, Cole Anderson and more.
The partnership marks another significant step in The Open University’s ongoing commitment to connecting with younger audiences through creator-led entertainment, demonstrating a deep understanding of the platforms, personalities and content styles that resonate with Gen Z.
George Cowin, Co-founder & CEO, Cowshed Collective said: “It’s incredibly exciting to see an institution like The Open University embrace creator-led entertainment as a way to connect with younger audiences on the platforms where they already spend so much of their time. This is where the future of audience engagement is heading – authentic, entertaining, platform-native content that doesn’t just advertise to people, but genuinely earns their attention. We’re proud to be part of that shift and to help bring these formats to life.”
The first series, The Outcome, is a studio-based social experiment in which two creators go head-to-head, testing their instincts about the people standing before them. Challenging assumptions and encouraging participants to look beyond first impressions, the format combines competition with insight to create highly engaging, bingeable entertainment while reframing perceptions around education, success and the opportunities available through The Open University.
Launching later in the campaign, The Learning Curve sees creators complete an OpenLearn course—adapted from real Open University degree modules—before stepping finto a real-world job role where they must tackle a challenge inspired by what they’ve learnt. From creative industries to fast-paced workplaces, the series blends humour, fish-out-of-water moments and authentic experiences to demonstrate how learning can unlock new skills, opportunities and ways of thinking.
Together, the two formats showcase a fresh approach to educational storytelling—placing creators and entertainment at the heart of the experience while naturally highlighting the accessibility and real-world impact of learning with The Open University.
New episodes will be released weekly from 9 July across The Open University’s YouTube and social channels
